Licensing agency CPLG believes that the WWE brand can be the number one toy property for boys in 2008.
The brand finished 2007 as the number two boys action property and number eight overall.
Indeed, the last 12 months saw WWE successfully expanded outside of its core lines such as action figures, with Vivid adding to its collection and Halsall enjoying good sales with its outdoor lines, especially wheeled toys and remote control vehicles.
"The toy programme has expanded substantially from 2006," Peta Thomson, CPLG's category manager for toys and gifts told Licensing.biz sister publication ToyNews. "The brand has experienced a dramatic increase in sales across all categories, up 57 per cent YOY for the year ending 2006 and up 55 per cent YOY for the year ending 2007."
For 2008, Ravensburger is developing puzzles and a card game, while Halsall will continue to release new lines and Groovy UK will be adding to the collection with gift items.
"WWE is a consistent brand year round, and while there may be brands with short-term peaks and troughs throughout the year, WWE has year-round support from fans," Thomson continued.
"This is supported by TV, live event tours, pay per views and the rest of the licensing programme as well. WWE has fantastic retail support, with Woolworths being appointed the 'Champions of Wrestlemania' - making them the destination retailer in support of the European April tour.
"This is Woolworths' second year supporting WWE across all categories at this crucial time in the WWE calendar, and is testament to the brand's strength and ever-growing popularity.
"At the moment the toy programme is very comprehensive, however we will be looking to fill the gaps with innovative and inspiring product. With Mattel taking over the reins as of 2010, WWE is looking forward to even further growth over the coming years."